Marketing has always been a forward thinking, fast-paced industry, but COVID-19 has made way for even more creativity and even better online strategies. From IGTV gym classes to stay at home pub experiences – businesses have been forced to evolve in order to survive.
Naturally, some brands have paved the way when it comes to world pandemic metamorphosis. So who exactly are these brands and what can we learn from them?
Coronavirus has changed the world as we know it. For many it’s a period of extreme uncertainty, isolation and anxiety. And for lots of businesses, it continues to be an uphill climb for survival. With government restrictions in place confining people to their homes, everyone has had to adapt to a new way of life and companies are having to innovate their digital marketing strategies when it comes to reaching their audience.
If your business is struggling, it could be tempting to throw in the towel. However, a better idea is to focus on evolving your strategies and learning new and relevant ways to grow. Taking inspiration along the way from brands who are doing it well.
The brands that are setting the bar…
We’d hazard a guess that most people reading this would not have heard of Signature Brew before Corona times. Now, this East London-based brewery is leading the way in innovation with their Pub In A Box concept – an actual, pub in a box. Including their award-winning beers, glassware, snacks and a music quiz. The brand gave the people exactly what they wanted and managed to turn a bad situation into something both profitable, and memorable in terms of brand awareness.
Meanwhile, Zoom has become a household name with businesses and families using it to keep in touch, have meetings and for virtual entertainment. But the bigger round of applause goes to the brands that have revolutionised Zoom’s green-screen virtual background feature by creating innovative backgrounds for users.
A great example is Behr Paint, who have created a library of room designs to ‘make people feel good in their homes’. A great idea for those working from the comfort of their bed while on a work call, and all in all a smart and simple solution that adds an element of feel good as lockdown continues.
There’s no prizes for guessing that Coco-Cola would make the list, with their marketing campaigns very rarely missing a beat. They have played on the social distancing rules and adjusted the spacing between letters on a billboard in Times Square. Simple yet effective while reinforcing the message that people should be keeping apart.
Now is the time to keep moving with your marketing strategies.
So, what exactly can we learn from the brands standing out from the crowds and their innovative approaches during COVID-19? Well, as counter-intuitive as it may feel, now is precisely the right time to be focusing on your marketing strategies. Especially as only 8% of consumers think that brands should stop advertising due to the coronavirus outbreak, which means people want to see great marketing campaigns.
However, be mindful of what you’re offering your audience, it should be relevant within the current climate. What you offer your audience should serve them somehow in their daily situation as it stands. This may be adjusting your services to meet the restrictions or you could be a source of reliable information – there are many ways for your business to adapt in order to meet current consumer expectations.
The brands that are already evolving to reflect the times are reaping the benefits. Now is the time to reevaluate your marketing strategy and get creative with your campaigns.
Need some advice?
Not sure what the best marketing strategy is for your business right now? Call AIM Internet today on 0870 062 8760 and speak with one of our experts. We can advise you on what areas of your marketing strategy to pull back on, and which areas you should be pushing forward with increased spend.
You might also want to check out our Remote Work Survival Guide: Managing Your Availability.
At Aim Internet, we have agencies across the Black Country. One is based in Wolverhampton and we love our history. It is located in the northwestern part of the industrial Black Country, close to the Shropshire and Staffordshire farmlands. Specialising in the wool trade, the city grew as a market town. It became a major centre for coal mining, steel production, lock manufacturing, and automobile and motorcycle manufacturing. This was during the Industrial Revolution. The economy of the city is still based on engineering, including a large aerospace industry. In addition, a diverse range of products are manufactured, including paints and rubber tyres, as well as metal foundry output. The transformation on the town centre was due to the development of two massive traffic-free shopping districts.